Marketing and Research Consulting for a Brave New World
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As behavioral economists know, Adoption of new choices requires breaking consumer habits. In this way, marketing is fundamentally about disruption.

The word “consumer” is marketing-ese for slicing off that part of daily living that relates to what you can sell someone and throwing away the rest. When you study consumers you get incremental ideas; when you study humans you get breakthroughs.

We at the ARF want to thank the thousands who were part of the ARF Re:Think2009 annual conference. The fact that this year’s attendance was in the thousands and approached last year’s record high meant attendees would be particularly demanding about value received in this very tough year. And yet, feedback we received from attendees, […]

Brand engagement, turning people into ambassadors for your brand, getting them to be social media Johnny Appleseed-s all SEEM like the holy grail in a social media world. Certainly, a marketer should position a brand in that magical way that creates a special “walk on hot coals” kind of love between customer and brand. Right? […]